Traffic Secrets: The Underground Playbook for Filling Your Websites and Funnels with Your Dream Customers (Russell Brunson, 2020)

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  • Understand where your customers go.
  • Every landing should have a hook, story and offer.
  • Front-end funnels will usually just break even your investments, e.g. lead funnel, unboxing: book funnel, presentation: webinar funnel.
  • Value ladder is the conversion, it is the follow-up funnels.
  • Value email > ascend up value ladder > funnel stacking.
  • Own your traffic: instead of sending 1m emails for $1k sales, if you send to your list you only need 10k emails.
  • Dream 100: the 100 people of influence you would like to work with.
  • Dream customers will overlap sections of multiple audiences.
  • You are a producer of social media and not a consumer.
  • Ads retargeting: (a) people see your ad > (b) engaged > (c) clicks > (d) leads > (e) brought, (b - e) = retargeting potential.
  • To have been truly viral, you need to get past a referral point called “copulation rate”.
  • Media steps
    1. Publish daily for at least a year.
    2. Document the journey.
    3. Testing your material.
    4. Introduction to your Dream 100.
  • Fill your Funnel framework
    1. Understand the history and the goal of the new platform.
    2. Find and model your Dream 100.
      1. Who are your dream customers?
      2. Where are they congregating?
      3. Who are your Dream 100 on this platform who have already congregated with your dream customers?
    3. Identify the publishing strategy and create your publishing plan.
    4. Work your way in.
      Invite people to your home (social media networking party) and introduce them into your funnel.
    5. Buy your way in.
      1. Create lots of prospecting ads to “hook” your dream customers.
      2. Use a retargeting funnel to create customers.
    6. Fill your funnel.
  • Instagram traffic
    1. Understanding the history and goal.
    2. Find your Dream 100 on this platform.
      • What “hook” you?
      • What captions encourage actions?
      • Like and comment on Dream 100 posts.
      • Looking for cool ideas to engage people.
      • Where their swipe-up leads?
      • Message at least 10 of their videos.
      • Funnel hack the swipe-up ads.
    3. Identify the publishing strategy and create your publishing plan.
      • Even your profile picture should have the “hook” effect.
      • ABCDQ: Aesthetic, Brand, Consistent, Diversity, Quality.
      • Inspire, educate, entertain.
      • Tell a story, ask a question, make a list.
    4. Work your way in.
    5. Buy your way in.
    6. Fill your funnel.


Example of Instagram Publishing Plan

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